benefits of transportation: telling america’s transportation and...

Benefits of Transportation: Telling America’s Transportation and Environment Story 1


SECTION 1: EXECUTIVE SUMMARY

1.1 Introduction

“All politics is local.” The research for Benefits of Transportation: Telling America’s Transportation and

Environment Story began by using this simple, yet powerful, quote from former Speaker of the U.S.

House of Representatives Tip O’Neill as a guidepost. What was discovered through examining tens of

thousands of tweets from state and national transportation officials is that transportation messaging is

very localized and for good reason: local information is what customers want and need.

Transportation agencies across the country work hard to communicate with their customers and

respond to their state’s unique needs. With tight budgets, agencies are trying to do more with less.

Turning to social media to communicate is smart, effective and reflective of customers’ expectations.

This relatively new platform also provides an opportunity to see which messages move the public to

action and what state departments of transportation (DOTs) and other transportation agencies can do

to effectively target their communications.

We live in a time of instant information. If an accident occurs ahead on a major thoroughfare, drivers

now expect their state DOT to advise them of the delay. DOTs are working diligently to provide a high

level of customer service. There is much they can learn from one another. This white paper looks to

share lessons and best practices for communicating and connecting transportation and environmental

topics across various communication platforms, with a particular focus on social media; because data

can be gathered cost effectively.

1.2 Research Purpose

In many cases, the state DOT is on the front line of much of the environmental work that is happening

within a state. Environmental and planning staff regularly engage the public in National Environmental

Policy Act (NEPA) and other pre-project processes to monitor and help mitigate the environmental

impacts of projects during construction, and put plans in place to improve and protect the natural

environment for the future. These actions do more than limit the impact a transportation project has on

the environment; they add value to the project and community.

Sometimes the connection between transportation and the environment is framed narrowly as

regulatory compliance; however, that frame can be and often is expanded to underscore the positive

results transportation projects have on the environment and citizens’ quality of life. The Center for

Environmental Excellence by AASHTO (CEE) set forth a goal for this research to examine existing

messaging and help state DOTs tell the story of the contributions transportation makes to communities

and the environment.

Based on that goal, two primary objectives for this research were established:

1. Examine the national transportation conversation from multiple vantage points and assess

what is being said about environmental issues and how messages resonate with the general

public.


2. Develop recommendations to expand and improve message delivery.

Transportation agencies broadly engage with the public through myriad platforms and tools that include

public meetings and open houses, stakeholder meetings, webinars, websites, blogs, email, text

messages, press releases, traditional media interaction, published reports, signage for drivers and social

media. The research associated with this project focused primarily on social media (specifically, Twitter)

because it provides a relatively inexpensive, data-rich window into the landscape of the national

conversation.

1.3 Methodology and Results

To evaluate environmental messages in the context of transportation-related conversations, the

research team utilized social media analytics and expert interviews. Messages were examined from

three perspectives: from the states, from Capitol Hill, and through social media.

• The view from the states’ communications and environmental experts: The view from the

states was analyzed through discussions with the panel of DOT communicators and

environmental professionals convened to guide the research. The project panel shared their

experiences and thoughts on effective environmental messaging, advice on best practices, how

to address negative or inaccurate information, and the use of various communication channels.

Panel members noted that there are opportunities to expand message content and delivery

regarding the environmental benefits of transportation projects. States can learn from each

other, and internal information exchanges between environmental staff and communications

staff can be strengthened regarding environmental stories to be communicated, and ways to

communicate those stories. A summary of project panel input gathered via conference calls is

presented in Appendix A.

• The view from Capitol Hill: A face-to-face conversation was held with 12 former congressional

communications directors. They were asked for their broad assessment of current

transportation messaging, advice for improvements, and what topics resonated with

congressional members and their constituents. A survey was administered to quantify the

conversation, and results of that survey are presented in Appendix B.

While the communications directors’ perspective was that the focus of the national

transportation conversation is on funding rather than environmental benefits, they were open

to and appreciated messages regarding the environmental benefits of transportation. The

discussion highlights a potential opportunity to expand environmental messaging. Information

about the environmental benefits associated with a specific project or across investments could

be shared with congressional staff – and by extension, congressional staff could then share that

information with constituents at home.


• A view through social media: The research team gathered and reviewed Twitter data using a

three step process.

First, the team examined the national conversation

where transportation and the environment were linked

in Twitter messages. That research was conducted by

searching for tweets that contained at least one

environment-related term (Figure 1.3.2) and one

transportation-related term (Figure 1.3.3) from

December 2013 through December 2014. A total of

12,470 tweets were identified that contained both terms

(Figure 1.3.1).

Next, the research team examined the DOT conversation

around environmental topics. The team used a Twitter

analytics tool to capture every tweet generated by a DOT

that mentioned one of the environment-related terms

during the course of the year. A total of 755 tweets were

identified as being generated by DOTs and containing at

least one environmental term.

Lastly, the research team examined the DOT conversation occurring across Twitter by examining

the top 10 tweets of each state DOT, regardless of content. This analysis was based on the

number of “retweets” and “favorites” the tweet received from followers of the DOT. The intent

was to capture a snapshot of what DOTs talk about and what creates a response from the

public. The list of the top 10 tweets from each agency can be found in Appendix C.

DOTs across the country are demonstrating interesting and effective uses of Twitter to convey

often complex messages. Using Twitter to communicate the benefits transportation projects can

have on the environment represents a relatively small portion of the conversation. There are

opportunities to advance the good work being done at DOTs by broadening the reach and

frequency of environment-related messages.

Twitter accounts were analyzed for

three message types:

1) All tweets in the last year that

mentioned both an environment-

related term and a

transportation-related term

2) Every tweet from every DOT that

referenced any of the

environment-related terms

3) The top 10 tweets from each

DOT, regardless of subject


1.4 Caveats

Although the research generated a large amount of data, a few caveats should be noted:

• The information gathered as the view from the states and Capitol Hill are based on a narrow

sample size.

• While the use of social media by DOTs as a communication tool is increasing, transportation

agencies broadly engage with the public through myriad platforms and tools. Thus, this research

provides a deep examination of one communication tool (Twitter) but not a broad or inclusive

view across all platforms.

• Interviews with state officials and Capitol Hill staff, as well as a review of social media data,

provide a snapshot in time rather than a comprehensive study. This report cannot document all

the time, energy, innovation and effort state DOT communications practitioners, environmental

and planning staff, and others throughout transportation agencies make to inform the public.

DOT staff work long, odd hours and have to communicate sometimes difficult information. This

research underscores the dedication of DOT staff across the nation, and it highlights an

opportunity to support and supplement that work.

With those caveats in mind, the research yielded solid information that creates a snapshot of what is

being communicated about the nexus of transportation and environmental issues. The snapshot has

been augmented with the communication experience of the research team. Throughout this report,

generalizations have been made and recommendations developed through the lens of that experience.

1.5 Recommendations

To enhance America’s transportation story with a focus on environmental benefits, the

recommendations contained in this report fall broadly into three categories: expand environmental

benefits messaging and connect those messages more closely with improved quality of life; establish a

national community of practice; and use social media best practices. Additional recommendations are

provided, representing cross-cutting, high-level action items.

1. Expand environmental benefits messaging and connect those messages more closely with

improved quality of life.

The research suggested that Twitter messages from the state DOTs generally fit into the following

categories:

• Traffic-related updates

• Safety or weather-related messages

• Current events/community interaction

Messaging regarding environmental benefits of transportation work in social media can be

expanded. Of the thousands of tweets generated by DOTs over the year of study, only 755

contained one of the environment-related search terms.

Several DOTs and national organizations are effectively conveying positive messages that connect

transportation projects to improving the environment. Across the country, communications and


environmental professionals are sharing stories on Twitter about the work they are doing to clean

up streams, preserve wildlife, reduce environmental impacts, and invest in clean energy. One

relatively easy and inexpensive way to help generate ideas for positive environmental messaging is

for communicators or environmental/planning staff at DOTs to follow each other on Twitter. In

essence, this is an instant peer exchange of ideas. The Twitter handles for all 50 states can be found

in Appendix C.

2. Establish a national community of practice.

While all politics—and most transportation messaging—is local, not all idea generation has to be.

Issues that are common between DOTs could be evaluated on a broader scale by the CCE, American

Association of State Highway and Transportation Officials (AASHTO) and Federal Highway

Administration (FHWA), and good examples of successful environmental messages could be shared.

That assistance would make it easier for DOTs to:

• Increase the number and reach of environmental messages about the positive impacts DOTs

have on the environment.

• Improve connections to national stories, especially if ways to localize national messages are

suggested.

• Share and adopt messaging best practices.

3. Use social media best practices.

Increasing the effectiveness of social media generally will allow better environmental

communication for these reasons:

• Social media is most effective when it represents a two-way conversation. Despite its digital

nature, interactions that incorporate a direct, conversational tone are most effective.

Likewise, the public responds better to messages when they are part of a constant dialog

rather than isolated message points.

• Interactions can be expanded by combining topics. For example, during a snow weather

event, a message about the use of environmentally friendly beetroot road treatment can

combine and extend the message.

• A message is noticed more readily if it connects with what customers are already talking

about. Monitoring social media channels is a good first step, and the reach of a DOT can be

expanded by engaging environmental and planning staff to serve as additional eyes and ears

for the communications department. While communications departments often serve as a

hub of cross-department connections, insights into environmental topics often come from

across the agency and can help DOTs better connect with customers.

1.6 Roadmap

Roadmaps show a driver where they have been, where they are, and a course for moving forward. This

section describes how the research team looked across multiple national agencies that shape

transportation policy and contribute to the national conversation. This brief review helps to understand

current national messages regarding the connection between transportation and the environment. The

research team placed these current messages in the context of what messages have been used in the

past and proposes more aspirational messages for state DOTs with linkages to the environment in the

future.


1.7 Next Steps

The results of this research suggest that transportation agencies

have an opportunity to expand environmental messaging and

increase stakeholder and public understanding of how

transportation projects can contribute positively to communities

and the environment. In addition to the recommendations outlined

in previous sections, transportation agencies at the state or

national level could consider:

• Analyzing traditional media coverage to round out the social media research conducted under

this project. By combining the traditional and social media views, the national and/or state

conversations regarding transportation and the environment can be better understood.

• Testing messages via focus groups or surveys. Using information from social media and

traditional media analyses, it would be helpful to test various environmental messages to

determine which messages, delivery mechanisms and spokespeople are most effective with

which audiences and why. This research could help focus limited outreach or education funds on

efforts that are most likely to succeed.

There are opportunities to build

an understanding of the

contributions transportation

makes to communities and the

environment.

benefits of transportation: telling america’s transportation and...

Documents